In 1998, Cindy established Shamel Information Services. Her firm, of which she is the president, offers research solutions, competitive intelligence, and information consulting services. Prior to starting her own business, Cindy worked as an academic librarian for 6 years. She earned her MLS from Indiana University. Recently, she kindly answered a few questions relating to her business success.
Five Questions with Cindy Shamel
1. What is the number one key to your success in serving your clients?
I deliver actionable information on time and within budget. My highest priority is on preparing research reports addressing clients’ business needs. I want clients to feel that the information I provide prepares them to make better business decisions than they could without that information.
2. How do you measure your value?
In two ways. First and foremost is the feedback I get from clients. Some of that feedback is posted on my website, but there's nothing I'd rather hear than "Excellent. This is great stuff. Just what we needed." I also measure my value based upon the demand for my services. New business is always great, but when I get repeat clients, I know they have found value in my work.
3. How do you communicate your value to your clients?
Well, sometimes I refer them to my website. However, for the most part I try to put myself in each client’s place, to some degree. If I can understand the challenges a client is trying to address, the problem this client is trying to solve, or the decision this client is trying to make, I can tailor project results to feed right into that process. When clients say "You get our difficult questions," then I know they recognize the value of what I provide them.
4. What advice can you offer to other info pros seeking to communicate their value?
Try to feel your clients’ pain. If your clients understand that you are listening to their needs and trying to help them fill their own information gaps, then they’ll appreciate your value. Also, when you discuss solutions you can provide, focus on the benefits, not the features.
Here’s an example:
Feature: "I can search MEDLINE."
Benefit: "I can deliver information, based on medical literature, that will help you decide whether to go ahead with that project."
5. How has participating in SLA benefited your career?
As an active member of SLA, I’ve had the opportunity to make a number of connections that have led to new business. More importantly, however, as a leader in SLA (in 2001, I was a director of the SLA-SD Chapter’s annual seminar, and this year I’m the chapter’s president), I’ve learned more than I could have predicted about business management, leadership, organizational dynamics, and project management. I can't imagine another, more cost-effective way to acquire the skills and experience that I have gained through membership in SLA.
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Interview conducted and written by Daria DeCooman
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